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Upstride was engaged by the National Assistance Card to deliver aawareness campaign designed to increase recognition within the community.
The National Assistance Card supports people with autism and people with brain injury to communicate their needs, helping businesses, emergency services and service providers respond appropriately and with confidence.
WHAT WE DID
Upstride delivered a comprehensive, campaign-led communications program combining national media outreach with targeted content creation to support both cardholders and stakeholders. The campaign was strategically timed to align with the start of the emergency season and the lead-up to the International Day of People with Disabilities.
CAMPAIGN CONTENT CREATION
Upstride reviewed existing National Assistance Card resources and identified a gap in campaign-led materials to support broader community awareness.
The My Card, My Voice campaign was developed to address this gap, encouraging cardholders to share their status while supporting local businesses, emergency services and disability service providers to recognise the Card and respond appropriately.
To support campaign delivery, Upstride developed two tailored content packs, one for cardholders and one for stakeholders, alongside campaign page copy, website structure, blog content, email communications and social media assets. Content included:
> Email templates
> Social media posts and captions
> Social media tiles and Reels
> Website blogs and campaign pages
> Case study interviews and social content
All content was distributed across National Assistance Card channels and mailing lists at campaign launch.
MEDIA RELEASE AND TARGETED PITCHING
Upstride developed and distributed a national media release to more than 2,000 national, state and regional media outlets. Media pitching targeted relevant journalists across radio, print and online, with additional amplification through a paid radio release featuring audio grabs from National Assistance Card spokespeople.
The media activity was timed to coincide with the commencement of the emergency season and released one week prior to the International Day of People with Disabilities to maximise relevance and impact.
Upstride worked closely with 10 ambassadors, case studies and experts, conducting outreach to more than 15 potential spokespeople. An ambassador kit and supporter kit were developed to support consistent messaging and confident participation across media and campaign channels.
TALENT LIASON AND MEDIA PREPARATION
Upstride worked closely with six ambassadors, case studies and spokespeople, liaising with five lived-experience talents throughout the campaign. This included developing a media process document, tailored interview briefs, and preparing talent for interviews to ensure confidence, clarity and consistent messaging across all media engagements.
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